Website design represents your brand: Is it true?

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Date: 27 September 2021

Website designer working on a website digital concept

Does web design represent your brand? How does web design affect your branding? 

First off, it's important to understand that a brand and branding are not interchangeable terms. A brand refers to the way your business is perceived by people. Meanwhile, branding is the practice taken to shape the brand.

One of many branding practices includes web design. Through it, you can communicate your brand's values and unique selling points.

If you're wondering how to build a website that can best represent your brand, you're in the right place.

In this article, we'll cover seven web design tips to improve branding - from creating clear copy to showcasing positive reviews and testimonials.

Without further ado, let's jump right in.

Why branding matters

The online business landscape is evolving rapidly. Therefore, it's important to establish your business through branding.

When done right, you can stand out from the crowd and set your business up for success.

These statistics show why branding matters:

  • 21% of consumers purchase products because they like the brand.
  • 44% of US shoppers give gifts of items from brands they are loyal to.
  • 42% of customers spend more money on brands they are loyal to.

In other words, branding doesn't just affect reputation, but it also positively impacts sales.

How website design can help brands

Website design can help branding in a few ways. The first is by building trust and credibility. In fact, 75% of customers make judgments about a brand's credibility based on its web design.

Another way site design can help branding is by enhancing the user experience. This refers to how well visitors can navigate your site, which can be achieved through factors such as site speed and a responsive design.

Seven website design tips to improve branding

Your website design can affect your brand, customer loyalty, and even sales. So, if you're looking for web design tips to improve your branding, you're in the right place. Let's take a look at the list below to find out what they are.

1. Create clear copy

Copy in web design refers to the written material on the website. It aims to communicate what the brand is about and encourage visitors to take action.

Clear copy can help build a strong brand identity as it will help visitors understand your brand immediately. Moreover, it will also set you apart from the competition by conveying your unique selling points.

The skin care brand Curology's website contains a great example of clear copy. It uses keywords such as "custom" to describe how they differ from competitors, and "zits" to communicate the problem their products can help with.

Another great practice Curology uses is keeping the copy concise. This ensures the headline is digestible since most people tend to skim through text.

Other tips and tricks to create clear and engaging copy to improve branding are:

  • Using the appropriate font size. Select the right font size for headlines, subheadings, and body.
  • Choosing the correct tone and voice. Understand who you are talking to and represent your brand using the right word choice.
  • Adding a prominent call to action. Make clear what you expect from visitors when visiting your site. It can be purchasing an item, signing up for an account, or reading the content.

2. Choose a representative colour scheme

A colour scheme, also known as a colour palette, is a collection of colours used to create a design.

It is key to improve branding. Colours communicate visual identity and influence how visitors feel when browsing your website.

Ideally, you want to pick one dominant colour and several secondary colours to complement the overall look.

It's also important to understand that each colour evokes a different emotion. If you want to convey excitement, power, or appetite, consider using red. Popular brands using this dominant colour include Coca-Cola, Target, and YouTube.

If you want to communicate security and trust, consider using blue instead. It is a popular choice among tech companies like Facebook and Microsoft.

Aside from understanding the best colour to represent your brand, here are some additional tips to further improve your branding:

  • Unity. Make sure all elements appear coherent by limiting the number of secondary colours to less than three.
  • Space. Incorporate empty spaces to reduce distraction and create an overall appealing web design. This will help visitors focus and browse your site longer.
  • Font choice. Complement your colour palette and overall brand identity using the right font choice. For instance, serif fonts are best to symbolize formality and authority. Meanwhile sans serif fonts are most suitable for a modern look due to their sleek appearance.

3. Add a logo

A logo is the visual representation of your brand. If designed well, it will help you appear professional and credible, leaving a positive impression on your customers.

Another way a logo can improve branding is by increasing recognition. Logos are symbols people recognise and associate brands with.

Here are several practices to follow when creating a logo:

  • Keep it simple. Simple designs are memorable. Nike, IKEA, and Google logos are excellent examples of this practice.
  • Communicate your value. Choose an accurate representation of your brand through shape and colour. For example, NASA uses the round shape to represent a planet and the stars to depict space.
  • Choose the right colour. For instance, choose green to communicate sustainability or blue for security. Additionally, keep the number of colours to less than three to maintain simplicity.
  • Use original artwork. Avoid clip arts and stock photos for your logo. It should be unique and representative of your brand. To help with the task, consider hiring professional designers from freelancing sites such as Fiverr or Upwork.

4. Ensure your site loads fast

Speed affects branding because it's a crucial part of the user experience. In fact, visitors will leave sites that take more than four seconds to load. The same source also mentions that a one-second delay decreases user's satisfaction by 16%.

Conversely, speeding up your site's load time can increase conversion rates and improve ranking on search engine results pages.

From a web design perspective, here's how to improve your page load time:

  • Optimise media files. Nearly 75% of a page's total weight consists of images. Consider using compression tools such as ImageOptim and ImageResizer to reduce the file size.
  • Use minimal design. Avoid heavy elements such as animations or complicated scrolling effects.
  • Minify codes. Speed up your site by compressing its code using tools like UglifyJS, CSSSNano, and HTMLMinifier.
  • Limit extra elements. Limit plugins, third-party apps, and add-ons to the essentials.

5. Use a responsive design

A responsive design provides an optimised viewing experience across different resolutions and screen sizes, making sure customers have a pleasant journey exploring your site on any device.

This is vital since more than half of the internet traffic comes from smartphones. What's more, tablet devices accounted for the highest conversion rates in the second quarter of 2020.

Aside from bringing in more traffic and driving higher sales, a responsive design also increases site ranking on search engines, which is great for online visibility and branding.

To make sure your website adjusts well across different devices, pay attention to these elements:

  • Mobile navigation. For starters, consider using larger buttons and a hamburger menu as it will adapt well to a vertically oriented screen.
  • Flexible visuals. Make sure all elements automatically resize to fit whatever screen visitors are accessing your site on.
  • Fluid grids. This ensures the layout and content of your website will adjust and stack differently on different screen sizes to optimise the viewing experience.

6. Add contact information

Adding contact information on relevant areas of your website can help build strong branding.

Take Melanie Daveid's site for example - she includes her details on the contact page, but also at the end of each project to encourage visitors to reach out.

She does a great job by emphasising her specialty, UX design and art direction, above the email address. This way, visitors are reassured about the services she can offer.

Below her email address, she also adds links to relevant social media channels such as Twitter, LinkedIn, and Xing - a German-based business platform.

If you need pointers about what to include in your contact information, here are some best practices to keep in mind when putting together a contact page:

  • Make it easy to find. Ensure visitors can quickly get in touch with you should they need it.
  • Add value. Explain why people should reach out. Describe how you can help solve their problems.
  • Offer several ways to make contact. Aside from emails and phone numbers, consider adding social media so people can check you out before reaching out.
  • Avoid unnecessary copy. Keep the contact page simple, straightforward, and distraction-free.
  • Include calls to action. Help visitors understand what the next step is.

7. Showcase reviews and testimonials

Showcasing positive reviews from past customers can help build a trustworthy brand. In fact, 78% of people trust online reviews as much as a recommendation from their peers.

In addition to that, social proof also drives purchases. A survey shows that 92% of potential buyers read reviews before making a purchase, and 88% of people admit that testimonials influence their purchasing decisions.

However, it can be challenging to collect positive reviews when you're just starting out. Here are some strategies to get customers' testimonials:

  • Search on social media. Use hashtags and keywords to find reviews about your product on social media. Once you find a review, acknowledge it by replying or liking the post.
  • Ask for it. Consider sending out emails to your subscribers and customers asking for a review of your service or product. This works well with loyal customers.
  • Offer a reward. Consider offering a reward in exchange for an honest testimonial.

Conclusion

Web design can represent your brand. In fact, it is a great way to improve branding and communicate what your brand is about. However, it can be challenging to set up and get started.

To help, here's a recap of the tips mentioned in this article to improve branding through web design:

  • Create clear copy
  • Choose a representative colour scheme
  • Add a logo
  • Ensure a fast loading site
  • Use a responsive design
  • Add contact information
  • Showcase reviews and testimonials

Take these measures to enrich your branding and differentiate yourself from competitors. Best of luck!

Copyright 2021. Featured post made possible by Jessica Paulson from SDK Marketing.

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